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iProspect COPYRIGHT 2018 iPROSPECT, INC. ALL RIGHTS RESERVED. Paid Social TrendsiPROSPECT QUARTERLY REPORT | 2018 Q2By Drew Stoga, Associate Director, Paid Social; Maddie Davis, Director, Social Media; Elise Ryan, Associate Director, Social Media; and Edited by Brittany Richter, VP, Head of Social Media2iProspect Quarterly Report Paid Social Trends | 2018 Q2 2018 IPROSPECT. ALL RIGHTS RESERVED.Reviewing Overarching Q2 2018 TrendsIn Q2 2018, social platforms made 72 noteworthy updates encompassing both ad product advancements and new capabilities. Most importantly, due to recent data breaches and the EUs implementation of new and stricter data protection regulations (GDPR), platforms have made and continue to make changes to their privacy regula-tions to better protect their users. While these changes to user privacy require tactical adjustments to our campaign strategy, iProspect believes that positive performance results will prevail. These more stringent privacy protocols are a step toward renewing user trust in each social platforms use of data.As social investment continues to show significant year-over-year (YoY) growth within the overall marketing mix, iProspect works closely with all platforms to ensure that re-turn on ad spend (ROAS) and other efficiency metrics are increasing at a comparable or higher rate than the spend level. Because social is an ever-changing channel, our clients success is largely dependent upon our ability to effectively drive and manage the constant evolution of a strategic framework and measurement approach that is inclusive of all channels and aspects of the consumer journey.The following trends and insights are based on analysis of the data from more than 210 brands managed by iProspect U.S. (though the spend is not confined to U.S. markets). The spend data is representative of Facebook, Instagram, Pinterest, Snap, Twitter, and LinkedIn, while performance data is specific to Facebook and Instagram only. SPENDOverall, iProspects paid social clients total Q2 2018 social spend was up 40% YoY and up 21% quarter over quarter (QoQ). The uptick was expected, given the common decrease in spend after Q4, but is also a promising indicator that well see an even larger increase in investment going into the second half of 2018. Spend allocation on 3iProspect Quarterly Report Paid Social Trends | 2018 Q2 2018 IPROSPECT. ALL RIGHTS RESERVED.social channels has and, we expect, will continue to trend upward as clients are able to validate social as a full-funnel solution while platforms simultaneously advance their products, offering, and measurement capabilities to better drive performance.Pinterest spend is up 17% YoY and down 11% QoQ. The QoQ decrease is relatively typical given the fact that retail and travel clients focus their Pinterest spend during the latter half of the year to reach users who are in the discovery phase during this crit-ical period. iProspect has consistently seen YoY growth for the past six quarters due to increased spend from both existing and new clients (new clients account for 60% of total YoY growth) based on the adoption of Pinterests latest measurement and adver-tising developments. The product update that has made the largest impact on both spend and performance this quarter is Promoted Video at max width, which allows a brands content to stand out, further driving user impact and awareness. Similar to Q1, Pinterest is continuing to strengthen its relationships with measurement partners in 2018. iProspect foresees that this commitment will encourage more clients to test the platform since integrating Pinterest data into existing measurement frameworks makes it easier to validate ROAS and other performance metrics.Facebook, Inc. as a holding company has seen tremendous growth with spend up 54% YoY, and up 17% QoQ. While investment increased across all platforms (Face-book, Instagram, Audience Network), Facebook was the largest contributor to the percentage increases accounting for 71% of overall iProspect client spend. The QoQ progress was due to several factors: 1) expected spend increases as retail clients ramp up for the spring season, 2) organic growth with existing clients, and 3) the addition of two new, large clients added to iProspects social portfolio. Were also seeing exist-ing, long-standing clients increase spend. For example, a retail and ecommerce client increased spend 7x from Q1, and a large CPG pharmaceutical company increased spend 1.5x QoQ. We continue to see YoY spend growth primarily due to wider 4iProspect Quarterly Report Paid Social Trends | 2018 Q2 2018 IPROSPECT. ALL RIGHTS RESERVED.adoption of prospecting tactics and the use of interactive ad types, including Dynamic Ads for Broad Audiences (DABA), Canvas Collections, and video. We antic-ipate spend volume to further increase in the upcoming quarter as retailers ramp up in time for back-to-schoolitter investment remains down 66% YoY, but is on the rise in 2018 with a 32% increase compared to Q1 2018. Video continues to be king, accounting for the largest portion of spend by objective36%in Q2 2018, as brands continue to see strong results with Promoted and In-Stream Video. We anticipate overall spend on the plat-form to increase as clients discover Twitters viability as a premium video platform. In fact, when looked at as a separate group, clients who have been with iProspect for a year or longer show a 355% YoY spend increase. We have also noticed that brands are starting to explore Twitter for campaign objectives other than video views. The site traffic objective has seen the most drastic QoQ increase, now making up 28.48% of Q2 2018 spend. This is not surprising given Twitters recent advancements in its ad products and the availability of third-party audiences within the native platform. Based on the aboveand assuming a clients social strategy aligns with broader business goals such as overall awareness and new customer acquisitionwe are encouraging clients to both test and reassess this platform to identify new opportunities to drive growth and performance.While investment increased across all platforms (Facebook, Instagram, Audience Network), Facebook was the largest contributor to the percentage increases accounting for 71% of overall iProspect client spend. 5iProspect Quarterly Report Paid Social Trends | 2018 Q2 2018 IPROSPECT. ALL RIGHTS RESERVED.Snapchat spend is up 142% YoY and 9% QoQ. Both YoY and QoQ increases are due to the introduction of new ad types, including non-geo Filters and Snap Lenses, and wider adoption of advertising on the platform. There was a 168% increase in YoY spend with Snap Ads, which is indicative of the enhancements with this ad type as well as the recent launch of Snapchats advertising UI. The QoQ spike we saw in Q2 2018 is due to the increased use of Filters. Overall, Snap Ads make up 65% of iProspect client Snapchat spend this quarter, and Lenses account for 6%. As back-to-school season ramps up and Snapchats measurement capabilities continue to advance, we expect additional spend growth on the platform in Q3 2018.LinkedIn is the social platform with the most significant spend increases, up 167% QoQ and 245% YoY. The QoQ uptick was somewhat expected given the seasonal spend decline from Q4 to Q1, but not to this degree. The volume of growth in such a short period of time is indicative not only of the type of audience that is active and available within the platform, but also of the platforms strong user engagement. Brands are recognizing the value of a highly engaged audience, especially those with B2B or B2C offerings that are particularly relevant to either a business or luxury audience. We are confident that investment on LinkedIn will advance as the platform continues to roll out new functionality (such as Lead Generation and Carousel Ads) to further drive performance results.LinkedIn is the social platform with the most significant spend increases, up 167% QoQ and 245% YoY.6iProspect Quarterly Report Paid Social Trends | 2018 Q2 2018 IPROSPECT. ALL RIGHTS RESERVED.FACEBOOK, INC. PERFORMANCEWhile CPM (cost per thousand impressions) continues to riseup 47% YoYinvest-ment across traffic-driving and direct-response objectives is also on the rise in response to continued strong performance from Facebook and Instagram. As iProspect mon-itors the cost of inventory over time, we also continue to find value in monitoring the cost of all metrics that help us show how our clients are achieving their business objectives. Each quarter we see improved efficiencies as Facebook Inc. continues to drive innovation and bring value to advertisers by modifying and creating better ad units for each stage of the funnel.UPDATESCollectively the social platforms continued to release updates at a rapid clip with 72 updates throughout Q2. Notable updates include:IGTV is Instagrams new long-form video platform that can host videos of up to an hour in length. Advertising is not yet available on IGTV but is a highly anticipated component of the platform.Facebooks Creator Match Tool is a new beta product that allows brands to discover influencers on the platform and see their past partnerships as well as what percentage of their followers match the brands target audience.Snapchats Conversion Optimization features real-time optimization for conversions. This update could reduce the time spent on manual optimizations and improve performance via machine-learning.LinkedIns Carousel ad format allows advertisers to display multiple images in succession within a single unit. In addition to driving website traffic, the format can also drive leads by leveraging Lead Gen Forms within the Carousel. 7iProspect Quarterly Report Paid Social Trends | 2018 Q2 2018 IPROSPECT. ALL RIGHTS RESERVED.Additional Q2 updates from Facebook continued the Q1 theme of focusing on policy and product changes related to transparency and data security. Not the least of these was Facebooks announcement that their global privacy settings are now compliant with the General Data Protection Regulation (GDPR), a significant step toward increas-ing consumer confidence about the way theyre sharing data.8iProspect Quarterly Report Paid Social Trends | 2018 Q2 2018 IPROSPECT. ALL RIGHTS RESERVED.Key Performance Insights for Facebook, Inc.FACEBOOK, INSTAGRAM, FACEBOOK AUDIENCE NETWORK (FAN)ReachIn Q2 2018, CPM increased 47% YoY and 19% QoQ. This increase in CPM was expected, as noted in last quarters trends the investment in mid- and lower-funnel objectives continues to grow. Specifically, we continue to see an increased investment on ob-jectives such as lead generation, store visits, and link clicks campaigns, which are not optimizing toward goals like reach and impressions.COST-PER-CLICK OVER TIME 2018 Q22018 Q12017 Q42017 Q32017 Q1SOURCE: i PROSPECT$0.382017 Q2$0.74$0.70$0.69$0.43$0.58CLICK-THROUGH-RATE OVER TIME2018 Q22018 Q12017 Q42017 Q32017 Q1SOURCE: i PROSPECT0.79%2017 Q20.89%1.11%1.72%2.00%1.60%SOURCE: i PROSPECTCPM BY TACTICLINKCLICKSPRODUCTCATALOGSALESREACH STOREVISITSVIDEOVIEWSWEBSITECONVERSIONSLEADGENERATIONEVENTRESPONSESBRANDAWARENESSAPPINSTALLS$15.69$3.33$4.78$15.29$25.50$7.80$6.03$9.14$8.19$10.189iProspect Quarterly Report Paid Social Trends | 2018 Q2 2018 IPROSPECT. ALL RIGHTS RESERVED.Campaigns with reach objectives averaged a $4.79 CPM, which reflects strong perfor-mance when compared to the costs of reach-driving tactics on other platforms and publishers. The CPM of ROAS-driving campaigns with link clicks or website conver-sion objectives held an average CPM of $8.63, down from $8.79 in Q1 2018. The highest CPM figures were associated with lead generation campaigns ($25.50) and app install campaigns ($15.69). These increases came as no surprise since more advertisers have begun leveraging the platform to drive efficient lead acquisition, and the platform is continuing to build out its lead-form ad capabilities with video and carousel offerings. Interestingly, we saw a 97% YoY increase in CPM for the Store Visits objective, with retail advertisers beginning to focus on ads and campaigns that optimize toward store visits and purchases. In Q1, Facebook, Inc. rolled out store sales optimization, an algorithm that allows retailers to reach people who are more likely to make in-store purchases. As we predicted, interest in the Store Visits objective continues to grow, especially as retailers ask for more visibility into how their digital spend translates to in-store sales. Interest in the Store Visits objective continues to grow, especially as retailers ask for more visibility into how their digital spend translates to in-store sales. 10iProspect Quarterly Report Paid Social Trends | 2018 Q2 2018 IPROSPECT. ALL RIGHTS RESERVED.As always, we will continue to monitor CPM to understand the changes in the overall cost of inventory. While competition for inventory will likely continue to be high, we anticipate that advancements in targeting and ad capabilities should moderate the overall upward trend on inventory cost as long as performance continues or even im-proves against more specific objectives that are more closely tied to business results.VideoIn Q2, video investment made up 53% of total spend across Facebook, Inc., remaining static QoQ. However, with the increase in overall Facebook spend in Q2, video invest-ment figures were up 4% YoY and 5% QoQ. The increase in video investment can be attributed to the continued adoption of newer Facebook, Inc. placements such as Instagram Stories and In-Stream (mid-roll) Video as well as the greater adoption of video and animation capabilities to traffic- and direct response-focused ad units.View rate is relatively static YoY (dropping from 9.7% in Q2 of 2017) and down only slightly QoQ (decreasing to 9.6% from 10%). The static YoY view rate performance comes as we see increases in cost per views (CPV) ($.06 Q2 2018 versus $.04 in Q2 2017). When taking the decrease in view rate and increase in CPV into consideration, we can see that the addition of video content into shoppable ad units is likely the cause of these changes. More specifically, Canvas and Collection ad units are highly successful at driving click-throughs to site, even when featuring video content.Canvas and Collection ad units are highly successful at driving click-throughs to site, even when featuring video content.
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